• by Gavin O'Malley , Staff Writer @mp_gavin, July 24, 2013

More than any other sector, big pharma equals big real time personalization and multichannel attribution. Yes, the pharmaceutical industry is clearly leading the way in both areas, according to Andy Fisher, Chief Analytics Officer at Merkle, a customer relationship marketing (CRM) firm. Why? First, they’ve got a “ton of money,” Fisher told attendees of the OMMA DDM conference on Wednesday. Second, they’re “spending a ton of money.” Translation? “Pharma is showing the most [data-driven marketing] leadership."